Pulleez Uses Innovation to Stand Out Among Hair Care Accessory Giants

While producing fashion shows in 2012, Diana Wright needed a way to hold models’ hair back in a ponytail without creating any damage. That gave birth to Pulleez, a patented sliding ponytail holder with charms to securely tie back tresses. Many retailers credit Pulleez with glamorizing the traditional ponytail. Beyond the clever mechanism, Wright saw an opportunity to build a better hair elastic than existing mass market options. She added custom charms that elevate hair ties into hair jewelry and encourage multiple purchases. “They are less damaging to your hair and they double as a bracelet,” said Wright. Her strategy clicked and Henri Bendel was the first to pick up the brand. That was followed by QVC where Pulleez has become the number one selling hair accessory for the company for the past four years. “Before our launch, QVC considered hair accessories a stagnant category. However, that changed when we sold out in our first appearance in under five minutes,” said Wright. “Now, we are seeing prestige and masstige hair accessories are growing faster than the mass market [hair accessories].” With momentum growing, Wright said Pulleez will debut on Ulta.com in the next few months. That’s in addition to distribution at Harmon, Amazon,

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